Inconspicuous elements around us can be used as advertisement platforms.

Advertisement agency Molotov took something that goes unnoticed everyday and turned into a dynamic publicity medium. To generate some positive buzz for the Eliane Indiani Fitness Center, the Brazil-based studio pinned a floor-to-ceiling sized picture of a muscular man in the elevator and two large decals of dumbbells onto the lift doors. The posters were strategically placed so that it gives an illusion of a bodybuilder doing some serious weight-lifting.

This marketing stunt is a great example of how inconspicuous elements can be transformed into living billboards of design. While many people can't appreciate the installation in person, you, however, can scroll through the pictures below to see how the poster comes together.

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